Featured Team Shop
We like to feature one of our team member’s shops each month…
Here is an interview with Keri, owner/designer at DelaneyJewelry, and one of our team leaders.
How did you start your shop?
I was making seasonal jewelry collections and selling it in local boutiques, and through my main website, but wanted another presence online other than eBay. A friend told me about Etsy, so in July “08 I opened my shop. In 2010 I almost closed it due to low activity. Thankfully, I decided to give it one last big attempt, joined my local Etsy team, learned how to work with Etsy and my sales started picking up.
How did you come up with your shop name?
After having 3 boys (I wanted 4 girls) I decided that my business would be named after the daughter I never had. Fast forward a couple years; I got the girl, but the name did not fit her. I decided to change the name of my business. My daughter’s name is Delaney Jane, after her grandmother.
What has the response been like from the (local/online) community since you opened?
I love what I make. My business has always been well supported by my community. I think the sweet e-mails that I get from people around the world are what makes it doable, even at 2 or 3 am.
Tell us about some of your favorite items in the shop.
My favorite items, by far, are the sterling silver and 14K gold framed photo tiles. I think they are so pretty, and they make my work (your jewelry) even more one-of-a-kind.
Who or what would you say has had the most influence over your craft?
I met a photographer, Michaela Winkley, who became the catalyst for my photo tiles. I desperately wanted to design something with photos baked in clay, but for over a year I had one fail after another. Michaela’s desire to offer her clients high end photo jewelry is what kept me plugging away.
What inspires you?
The birth of my daughter is what inspired me to create my photo jewelry. I had gorgeous photos of her that I wanted to wear for everyone to see. I thought mother’s with new babies would be my audience. Ironically, my memorial charm is my #1 seller. I find myself working with the images of very loved and very missed people from around the world. Giving my customers a way to remember their loves ones was my new found inspiration. I have lost many
loved ones, and I definitely feel the magnitude of loss, heartache, and love in every order.
What is your favorite wedding trend (now or past)?
Using personalized items to remember the day; like shoes, hangers, memorial bouquet charms (of course), clothing, jewelry, cake cutting utensils, toasting glasses, etc. But running a close second are items that can be handed down to your oldest son or daughter, or borrowed by all of your children for their own special day.
What would you like to see at more weddings?
I love the guest participation, so anything along the lines of table games would be a favorite of mine.
Given the opportunity, which celebrity would you like to see wearing your designs?
Oprah; I wanted to make something with her dog on it.
What is your unicorn – that is, what is an object or skill that has eluded you so far?
I love custom designs, and I feel that PMC (precious metal clay) skills would allow me to produce one-of-a-kind sterling frames for my photo tiles. I just can’t find the time to take a class. But it’s coming.
What do you think the future holds for you / your shop?
I feel myself being pulled into finger/thumb print photo tiles. And a even stronger pull toward pet memorials.